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OPPORTUNITIES IN                           MARKETING AND                          COMMUNICATIONSMonday, February 18, 13
TOPICS     •    Introduction     •    How We Got Here     •    Computers, Connections, Conversations     •    Digital Mark...
INTRODUCTION     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, February 18, 13
MIKE OSSWALD                           VP, Experience Innovation, Hanson Inc.                          BBA Marketing, Univ...
MIKE OSSWALD                           VP, Experience Innovation, Hanson Inc.                          BBA Marketing, Univ...
I WORK AT HANSON INC.   •     Hanson Inc. is 70-plus innovative thinkers, eager learners, insightful listeners, meticulous...
DIGITAL AGENCY     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, February 18,...
We build relationships that                                                                             connect people to ...
Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, February 18, 13
OUR GUIDING PRINCIPLES     •    Be Engaging in every experience          – We create an emotional connection through compe...
TRANSFORMATION OF       THE INDUSTRY     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of Tole...
1786-1880s*                                                        1856 – Mathew Brady photographer, credited with the fir...
1880s-1890s                      Advertising                                              Creative                        ...
1900s–1920s                                                      Public                   Advertising                     ...
1920s-1990s                                                                       ~1900s                                  ...
1920s-1990s                                                                       ~1900s                                  ...
1920s-1990s                                                                       ~1900s                   ~1970s         ...
1993-1996                                                                                           1996     Digital Marke...
1996      The world always divides into two groups: those who eat breakfast and those who      don’t; those who watch ER e...
1999                                95 Theses:           1. Markets are conversations.           2. Markets consist of hum...
2013: CONNECTED MARKETING ECOSYSTEM                                                              Experiential             ...
COMPUTERS + CONNECTIONS     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, Feb...
SIGNIFICANT TECHNOLOGY                          2000                            2005      2006      2007    2008     2009 ...
SIGNIFICANT TECHNOLOGY                          2005                                 2010       2011       2012     2013  ...
SIGNIFICANT TECHNOLOGY                          2000                                   2005     2006       2007   2008   2...
SIGNIFICANT TECHNOLOGY                          2005     2006       2007   2008   2009    2010    2011    2012    2013    ...
NEW DEVICES… ALWAYS CONNECTED…         Most did not exist 2 years ago!                                                    ...
(YOUR) CONTENT EVERYWHERE                                                              Your own videos anywhere        Con...
WHAT ARE COMPUTERS? PHONES? TVS?     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMo...
THIS YEAR EVERYTHING IS MATURING                    Content will be consumed everywhere — where it naturally              ...
JANUARY     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, February 18, 13
JANUARY     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, February 18, 13
JANUARY     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, February 18, 13
TRANSFORMATION OF       OUR BUSINESSES     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of To...
AREAS OF FOCUS                                                      Public                   Advertising                  ...
AREAS OF FOCUS                                                      Public                   Advertising                  ...
AREAS OF FOCUS                                            Public    Advertising                                           ...
AREAS OF FOCUS    Advertising                                     Public                  Marketing Technology            ...
AREAS OF FOCUS                                            Public    Advertising                                           ...
AREAS OF FOCUS                                                                                             Marketing      ...
EVERY SHAPE AND SIZE       Freelancers/                                                          Huge                     ...
CAREER OPPORTUNITIES     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, Februa...
Be yours                                                           You’ll tur       elf.                                  ...
DEPARTMENTS                                         Marketing /                Account                  Strategy /        ...
DIGITAL MARKETING                                                                   =                                     ...
DIGITAL MARKETING                                                                   =                                     ...
IF YOU LIKE PSYCHOLOGY     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, Febr...
IF YOU LIKE MATH     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, February 1...
IF YOU LIKE DESIGN     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, February...
IF YOU LIKE WRITING     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, Februar...
IF YOU LIKE STRUCTURE     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, Febru...
IF YOU LIKE ADVERTISING     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, Feb...
IF YOU LIKE TECHNOLOGY     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, Febr...
CLOSENESS TO THE “WORK”     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, Feb...
CLOSENESS TO THE “WORK”                                            Mission / Vision / Promise                             ...
CLOSENESS TO THE “WORK”                                            Mission / Vision / Promise                             ...
CLOSENESS TO THE “WORK”                                                       “Best Products”                             ...
STRATEGY/MARKETING TITLE “MODIFIERS”                                Managing Director of...                               ...
ROLES AND AREAS OF FOCUS                                                              psych math design writing structure ...
WHAT WE’RE DOING TODAY     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, Febr...
CONNECTED MARKETING ECOSYSTEM                                                              Experiential                   ...
CONNECTED MARKETING ECOSYSTEM         “CUSTOMER SERVICE IS THE NEW MARKETING”                                             ...
CONNECTED MARKETING ECOSYSTEM          Joseph Tripodi, EVP, CMO of Coca-Cola:          “MARKETING & TECH NEED TO TALK”    ...
THE EXPERIENCE                            MUST BE CONNECTED     Digital Marketing Careers / Engaging Audiences in 2013   P...
THE CONSUMER                                         IS IN CONTROL     Digital Marketing Careers / Engaging Audiences in 2...
THE EXPERIENCE                                 MUST BE WORTH IT     Digital Marketing Careers / Engaging Audiences in 2013...
CONNECTED CONTENT                      STRATEGY AND EXECUTION     Digital Marketing Careers / Engaging Audiences in 2013  ...
CONTENT STRATEGY     •    How often do you introduce new products or services?     •    What do you talk about the rest of...
NEW CONCEPT: AGILE MARKETING     •    Plan together: all stakeholders, agencies and partners          should share a commo...
CONTENT STRATEGY     Manufacturers are the     New Publishers     Digital Marketing Careers / Engaging Audiences in 2013  ...
CONTENT STRATEGY     Manufacturers are the     New Publishers     Digital Marketing Careers / Engaging Audiences in 2013  ...
CONTENT STRATEGY     Manufacturers are the     New Publishers     Digital Marketing Careers / Engaging Audiences in 2013  ...
CONTENT STRATEGY     Retailers are the     New Publishers     •    Curate and package up          your content     •    Pr...
CONTENT STRATEGY     Retailers are the     New Publishers     •    Curate and package up          your content     •    Pr...
CONTENT STRATEGY     Retailers are the     New Publishers     •    Curate and package up          your content     •    Pr...
CONTENT STRATEGY     Retailers are the     New Publishers     •    Curate and package up          your content     •    Pr...
CONTINUED MOVE TO SOCIAL     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, Fe...
MORE CONSUMABLE CONTENT     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, Feb...
“because people hate reading”Monday, February 18, 13
MORE CONSUMABLE CONTENT                                                                             Traffic Referrals to o...
TUMBLR        Twitter Tumblr                        Blog     Digital Marketing Careers / Engaging Audiences in 2013   PRSS...
TUMBLR     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, February 18, 13
TUMBLR     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, February 18, 13
TUMBLR     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, February 18, 13
TUMBLR     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, February 18, 13
INSTAGRAM                                     •   Show off products,                                         employees, ev...
REACHLI: “VISUAL MARKETING?”     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday...
YOUTH HAVE NO ATTENTION SPAN     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday...
THERE WILL BE MORE     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, February...
WHAT’S NEXT?     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University of ToledoMonday, February 18, 13
POSSIBILITIES                                                                 Product/Service   Marketing                 ...
POSSIBILITIES                   Branded                Entertainment     Digital Marketing Careers / Engaging Audiences in...
POSSIBILITIES                   Branded                Entertainment     Digital Marketing Careers / Engaging Audiences in...
POSSIBILITIES                                                                                  the first online community-...
POSSIBILITIES                                                                                  the first online community-...
POSSIBILITIES                                                                                  the first online community-...
POSSIBILITIES                   Branded                Entertainment     Digital Marketing Careers / Engaging Audiences in...
POSSIBILITIES                                                                                           “Reveals the      ...
POSSIBILITIES                 Social Change     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University ...
POSSIBILITIES                 Social Change     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University ...
POSSIBILITIES                 Social Change     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University ...
POSSIBILITIES                 Social Change     Digital Marketing Careers / Engaging Audiences in 2013   PRSSA University ...
POSSIBILITIES                          Analytics            • Consumers use multiple devices            • The world is mob...
GOOD LUCK!                             mike.osswald@hansoninc.com            Hanson Inc.            1695 Indian Wood Circl...
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Presentation to UT PRSSA – Feb 2013

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Transcript of "Presentation to UT PRSSA – Feb 2013"

  1. 1. OPPORTUNITIES IN MARKETING AND COMMUNICATIONSMonday, February 18, 13
  2. 2. TOPICS • Introduction • How We Got Here • Computers, Connections, Conversations • Digital Marketing & Communications Careers • What are We Doing Today • What You’ll be Doing Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  3. 3. INTRODUCTION Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  4. 4. MIKE OSSWALD VP, Experience Innovation, Hanson Inc. BBA Marketing, University of Toledo, 1991 MBA Marketing, University of Toledo, 1996 Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  5. 5. MIKE OSSWALD VP, Experience Innovation, Hanson Inc. BBA Marketing, University of Toledo, 1991 MBA Marketing, University of Toledo, 1996 Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  6. 6. I WORK AT HANSON INC. • Hanson Inc. is 70-plus innovative thinkers, eager learners, insightful listeners, meticulous workers and loyal partners. We are mothers and musicians. Artists, engineers and athletes. • Headquartered in Maumee, Ohio, serving clients throughout the U.S., and around the world • We began in 1991 in video production, since 1998 our focus is strategic digital marketing Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  7. 7. DIGITAL AGENCY Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  8. 8. We build relationships that connect people to brands. Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  9. 9. Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  10. 10. OUR GUIDING PRINCIPLES • Be Engaging in every experience – We create an emotional connection through compelling visual design, messaging and functionality • Be Relevant to every audience – We create logical organization and flow by understanding and fulfilling audience intentions and desires • Be Accountable to our measures of success – We work to measure return on investment through planning around key performance indicators, and connecting metrics across all channels Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  11. 11. TRANSFORMATION OF THE INDUSTRY Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  12. 12. 1786-1880s* 1856 – Mathew Brady photographer, credited with the first advertisement… it had a font distinct from the newspaper articles! Advertising First portrait of Lincoln was taken by Mathew Brady in 1860 1850 *approximately Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  13. 13. 1880s-1890s Advertising Creative Design 1890 Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  14. 14. 1900s–1920s Public Advertising Relations Ivy Lee Creative Design Crisis Communications Lobbying Publicity Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  15. 15. 1920s-1990s ~1900s Public Advertising Relations Creative Design Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  16. 16. 1920s-1990s ~1900s Public Advertising Relations Creative Selling Design ~1950s Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  17. 17. 1920s-1990s ~1900s ~1970s Public Advertising Marketing Relations Creative Selling Design ~1950s Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  18. 18. 1993-1996 1996 Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  19. 19. 1996 The world always divides into two groups: those who eat breakfast and those who don’t; those who watch ER every week and those who don’t; and now, those who think that interactive media will change our lives forever and those who don’t. Nov-Dec 1996 And for the last two groups, a sterile debate ensues. One group tells us that there are 35 million users of the Internet, that the number of Internet sites has risen from 27,000 to 110,000 in six months, and that The Future of advertising on the Internet will reach $5 billion by the year 2000. The other group says that access to the Web remains an issue, that the quality of Interactive Marketing most interactive content is poor, and that more people shop at Marks & Spencer in a given week than have ever surfed the Web. by Martin Sorrell, Eric Why is this such a sterile debate? Because for the vast majority of executives, who Salama, Martin Levin, Frederick E. need to decide on their priorities and allocate their resources now, it should not matter Webster, Jr., Dennis Carter, Patrick who is right about the future of the Web. Nor should it matter if Netscape Barwise, Stephan H. Haeckel, Reed Communications Corporation is valued at $6 billion or 6 cents. Hundt, Donna L. Hoffman, Thomas P. The fact is that there is a reasonable chance that interactive media—including the Web—could transform the way we build brands and communicate them to Novak, and George S. Day consumers. And that’s enough to go on. As George Fisher, CEO of Eastman Kodak Company, said at a recent American Association of Advertising Agencies conference, “We, quite frankly, can’t say it pays for itself in leads and additional business...[but] on-line activity gives us a way to meet customer needs and desires [that is] unparalleled since the days of the door-to-door salesman.” Faced with the possibility that interactive media could transform our ability to build brands and communicate with the consumer, executives and their corporations should be experimenting and learning now. None of us can afford to wait or to buy the necessary skills in five years’ time. We can’t afford to assume that the new media will be unimportant. Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  20. 20. 1999 95 Theses: 1. Markets are conversations. 2. Markets consist of human beings, not demographic sectors. 3. Conversations among human beings sound human. They are conducted in a human voice. 4. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived. 5. People recognize each other as such from the sound of this voice. 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. 7. Hyperlinks subvert hierarchy. Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  21. 21. 2013: CONNECTED MARKETING ECOSYSTEM Experiential Local/Retail Television Print Mobile Customers Out of Home Public Relations Social Engagement Online Channels Product/Service Customer Service eCommerce Development Web Sites Market Research Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  22. 22. COMPUTERS + CONNECTIONS Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  23. 23. SIGNIFICANT TECHNOLOGY 2000 2005 2006 2007 2008 2009 2 Computers netbooks Computers EXPERIMENTATION laptops appear outsell desktops flash drives appear, floppies disappear speed increases Kindle & e-readers Televisions EXPERIMENTATION flat-screens growth of DVD Televisions talk of HDTV talk of Digital TV format wars Other Devices EXPERIMENTATION iPhone digital storage Other format wars Devices iPods / MP3 Players NEW devicesMonday, February 18, 13
  24. 24. SIGNIFICANT TECHNOLOGY 2005 2010 2011 2012 2013 2014 Computers netbooks tablets Computers laptops appear outsell desktops DVD drives disappear Kindle & e-readers Televisions flat-screens Televisions smart televisions 3DTV Other Devices smart- iPhone phones Other Devices more connected devicesMonday, February 18, 13
  25. 25. SIGNIFICANT TECHNOLOGY 2000 2005 2006 2007 2008 2009 2 Mobile Adoption 8.4% no landline 22.7% Mobile mobile mins 38% 55% exceed 69% 91% Adoption landlines Broadband 4% 11% 25% 35% 50% 6 Broadband 74% dial-up 36% 7% Social Experiences/ Content Richness Social Experiences/ Content RichnessMonday, February 18, 13
  26. 26. SIGNIFICANT TECHNOLOGY 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Mobile Adoption 8.4% no landline 22.7% 26.6% 31.6% Mobile 69% 91% 94% 96% Adoption Broadband 35% 50% 65% 80% Broadband 36% 7% Social Experiences/ Content Richness Social Social Everywhere Experiences/ Location-Awareness Content Richness Video Online UbiquityMonday, February 18, 13
  27. 27. NEW DEVICES… ALWAYS CONNECTED… Most did not exist 2 years ago! “Android Anxiety” – 12 phones in 2012 that all we’re the best when launched Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  28. 28. (YOUR) CONTENT EVERYWHERE Your own videos anywhere Connected TV Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  29. 29. WHAT ARE COMPUTERS? PHONES? TVS? Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  30. 30. THIS YEAR EVERYTHING IS MATURING Content will be consumed everywhere — where it naturally makes sense — but sliced and served differently Data is stored “in the cloud,” and shared on any device, which are nearly always connected at high-speed Mobile, pocket-sized devices augment our real-time experience: accessing information, updating status, communicating while out and about Tablets are our computers for nearly everything (always in our purses and bags), The big screens let us wirelessly share or collaborate with a group of people when we are at home or work Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  31. 31. JANUARY Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  32. 32. JANUARY Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  33. 33. JANUARY Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  34. 34. TRANSFORMATION OF OUR BUSINESSES Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  35. 35. AREAS OF FOCUS Public Advertising Marketing Relations Creative Selling Design Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  36. 36. AREAS OF FOCUS Public Advertising Marketing Relations Creative Selling Branding Design Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  37. 37. AREAS OF FOCUS Public Advertising Marketing Technology Relations Creative Selling Branding Design Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  38. 38. AREAS OF FOCUS Advertising Public Marketing Technology Relations Selling Creative Branding Design Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  39. 39. AREAS OF FOCUS Public Advertising Marketing Technology Relations Creative Selling Branding Design Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  40. 40. AREAS OF FOCUS Marketing Public Relations Technology Advertising Branding Creative Design Selling Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  41. 41. EVERY SHAPE AND SIZE Freelancers/ Huge Internal Entrepreneurs/ Small Agencies Multinational Departments Consultants Agencies Video & B2B/ Media Intranets Mobile Entertainment Channel Buying User Content Social eCommerce Testing Marketing Engagement Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  42. 42. CAREER OPPORTUNITIES Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  43. 43. Be yours You’ll tur elf. n out aw Luc k y es ome. Numbers 4 6, 13, 18 , 11, 56, 37 Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  44. 44. DEPARTMENTS Marketing / Account Strategy / Engineering Design Service Communications Client Contact This is You Graphic Designers Engineers Project Management Interface Developers Developers You? Programmers Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  45. 45. DIGITAL MARKETING = EXPERIENCES Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  46. 46. DIGITAL MARKETING = RELATIONSHIPS Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  47. 47. IF YOU LIKE PSYCHOLOGY Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  48. 48. IF YOU LIKE MATH Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  49. 49. IF YOU LIKE DESIGN Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  50. 50. IF YOU LIKE WRITING Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  51. 51. IF YOU LIKE STRUCTURE Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  52. 52. IF YOU LIKE ADVERTISING Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  53. 53. IF YOU LIKE TECHNOLOGY Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  54. 54. CLOSENESS TO THE “WORK” Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  55. 55. CLOSENESS TO THE “WORK” Mission / Vision / Promise Goals Strategy Tactics (Measurement) Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  56. 56. CLOSENESS TO THE “WORK” Mission / Vision / Promise Goals Strategy Tactics (Measurement) Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  57. 57. CLOSENESS TO THE “WORK” “Best Products” Grow 10% in 2012 Redo Shopping Site Project Checklist (uses of checklist) Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  58. 58. STRATEGY/MARKETING TITLE “MODIFIERS” Managing Director of... Director of... Associate Director of... Manager of... Senior... JOB ROLE(S) Junior... ...Specialist ...Coordinator ...Planner …Assistant Intern Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  59. 59. ROLES AND AREAS OF FOCUS psych math design writing structure ads tech Marketer / Strategist • • • Researcher • • • Information Architecture (IA) • • • User Experience Designer (UX) • • • Metrics/Analytics • • • • Functional Architecture • • • • Project Management • • • Media / Advertising / Planning • • • Content / Messaging • • • • • Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  60. 60. WHAT WE’RE DOING TODAY Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  61. 61. CONNECTED MARKETING ECOSYSTEM Experiential Local/Retail Television Print Mobile Customers Out of Home Public Relations Social Engagement Online Channels Product/Service Customer Service eCommerce Development Web Sites Market Research Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  62. 62. CONNECTED MARKETING ECOSYSTEM “CUSTOMER SERVICE IS THE NEW MARKETING” Marc Benioff of Salesforce: 8 things companies need to consider: 1. Social 2. Touch 3. Local 4. Analysis 5. Identity 6. Ecosystems 7. Community 8. Cloud Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  63. 63. CONNECTED MARKETING ECOSYSTEM Joseph Tripodi, EVP, CMO of Coca-Cola: “MARKETING & TECH NEED TO TALK” Josh Silverman, president, US consumer services, American Express: “IF YOU’RE GOING TO ASK FOR ATTENTION, THE MESSAGE BETTER BE GOOD” Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  64. 64. THE EXPERIENCE MUST BE CONNECTED Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  65. 65. THE CONSUMER IS IN CONTROL Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  66. 66. THE EXPERIENCE MUST BE WORTH IT Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  67. 67. CONNECTED CONTENT STRATEGY AND EXECUTION Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  68. 68. CONTENT STRATEGY • How often do you introduce new products or services? • What do you talk about the rest of the year? • Content fuels everything — your website, PR releases, email, all social activities and specifically with respect to SEO “CONTENT IS THE NEW PRODUCT” Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  69. 69. NEW CONCEPT: AGILE MARKETING • Plan together: all stakeholders, agencies and partners should share a common calendar • Execute together: consistent conversations across all channels and executions • Be more customer focused and open to adapt • Redistribute budgets as needed – content marketing is everywhere Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  70. 70. CONTENT STRATEGY Manufacturers are the New Publishers Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  71. 71. CONTENT STRATEGY Manufacturers are the New Publishers Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  72. 72. CONTENT STRATEGY Manufacturers are the New Publishers Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  73. 73. CONTENT STRATEGY Retailers are the New Publishers • Curate and package up your content • Provide richer image and video assets • Create brand stores (skinned microsites) with deeper content Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  74. 74. CONTENT STRATEGY Retailers are the New Publishers • Curate and package up your content • Provide richer image and video assets • Create brand stores (skinned microsites) with deeper content Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  75. 75. CONTENT STRATEGY Retailers are the New Publishers • Curate and package up your content • Provide richer image and video assets • Create brand stores (skinned microsites) with deeper content Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  76. 76. CONTENT STRATEGY Retailers are the New Publishers • Curate and package up your content • Provide richer image and video assets • Create brand stores (skinned microsites) with deeper content Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  77. 77. CONTINUED MOVE TO SOCIAL Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  78. 78. MORE CONSUMABLE CONTENT Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  79. 79. “because people hate reading”Monday, February 18, 13
  80. 80. MORE CONSUMABLE CONTENT Traffic Referrals to over 200,000 sites Google Organic Direct Facebook Pinterest Yahoo More than Yahoo! StumbleUpon Twitter 0% 6% 12% 18% 25% 31% 37% 43% Nielsen’s 2012 Social Media Report Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  81. 81. TUMBLR Twitter Tumblr Blog Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  82. 82. TUMBLR Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  83. 83. TUMBLR Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  84. 84. TUMBLR Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  85. 85. TUMBLR Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  86. 86. INSTAGRAM • Show off products, employees, events • Customer interactions, marketing campaigns Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  87. 87. REACHLI: “VISUAL MARKETING?” Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  88. 88. YOUTH HAVE NO ATTENTION SPAN Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  89. 89. THERE WILL BE MORE Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  90. 90. WHAT’S NEXT? Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  91. 91. POSSIBILITIES Product/Service Marketing Development Market Research The Participation Marketing Economy + Product Design Co-creation Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  92. 92. POSSIBILITIES Branded Entertainment Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  93. 93. POSSIBILITIES Branded Entertainment Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  94. 94. POSSIBILITIES the first online community- developed network television series Branded Entertainment Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  95. 95. POSSIBILITIES the first online community- developed network television series Branded Entertainment Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  96. 96. POSSIBILITIES the first online community- developed network television series Branded Entertainment Q: Will you be pushing this type of interactivity with your new TV projects? A: "Bar Karma was an interesting hybrid between crowd sourcing and professional television, but we learned a lot about how you get communities involved in creative activities. That will definitely feed into HiveMind because there is going to be a very strong community component to this. I think crowd sourcing is one of the most interesting tools in our arsenal now as a designer." Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  97. 97. POSSIBILITIES Branded Entertainment Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  98. 98. POSSIBILITIES “Reveals the extraordinary influence of online social Social Change networks – in raising money for charity, in changing the political climate and electing candidates, and in raising consciousness for causes” Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  99. 99. POSSIBILITIES Social Change Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  100. 100. POSSIBILITIES Social Change Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  101. 101. POSSIBILITIES Social Change Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  102. 102. POSSIBILITIES Social Change Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  103. 103. POSSIBILITIES Analytics • Consumers use multiple devices • The world is mobile • Cross-channel measurement is essential Digital Marketing Careers / Engaging Audiences in 2013 PRSSA University of ToledoMonday, February 18, 13
  104. 104. GOOD LUCK! mike.osswald@hansoninc.com Hanson Inc. 1695 Indian Wood Circle Mike Osswald mike.osswald@hansoninc.com Maumee, Ohio 43537 @mobial 419.327.6100 linkedin.com/in/mikeosswald bit.ly/HansonGPlus @HansonInc facebook.com/wearehansonMonday, February 18, 13
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